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Ashley Mabery

Ashley Mabery Director | Retail Performance

Exclusive Blog Posts

Why Writing Down Sales Goals Inspires Action

Why Writing Down Sales Goals Inspires Action

As you're considering your business plans for the upcoming year, you may have decided that you want to start setting larger goals for your business. In…

Most Valuable Insight WINNER - Ian Curickshank

Most Valuable Insight WINNER - Ian Curickshank

How well does dealership VDP engagement correlate to car sales? What do you measure your online marketing on? I'm sure lead form submissions are…

New Vehicle Retail Demand Slumping, Edmunds Forecasts

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SANTA MONICA, Calif. — April 26, 2017 — Edmunds, the leading car shopping and information platform, forecasts that 1,431,695 new cars and trucks …

Bimmer-Con To Feature Daryl Dixon Motorcycle Giveaway In Benefit Of Female Veterans Unite, Inc.

Bimmer-Con To Feature Daryl Dixon Motorcycle Giveaway In Benefit Of Female Veterans Unite, Inc.

BMW of Sarasota will host its first ever BimmerCon on Saturday, April 29th from 6:00 p.m. to 9:00 p.m. at its dealership located at 5151 Clark Road, Sa…

Audi Clearwater Among Top 86 U.S. Audi Dealers, Earns Coveted Magna Society Status

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SEM Auction Insights - Understanding Relevance

Dealers often have questions about SEM campaigns they are running.  Rightfully so, as SEM doesn't come cheaply, and unlike a newspaper ad or mailer, paid search isn't tangible.  Often times, the term "quality score" is thrown around to describe why a cost-per-click might be high or low.  It all comes down to relevance.

The standard components that seem to make up the bidding system used by SEM utilities like Google AdWords are comprised of things like landing page content relevance, expected click-thru rate, historical click-thru rate, ad content relevance, bid, and competitor bids.  While all these are fine technical terms that marketers understand, to the average business owner these might just be buzzwords that don't explain why PPC advertising costs what it does.

In order to put SEM relevance into perspective - it all comes down to relevancy addiction.  These days, people know what they want and they just need to know where to get it.  Thus, most people are impatient with getting answers or results, which Google is very aware of.  Google understands that if it provides the most relevant results to demanding consumers, it leads to the best user experience, driving consumers back over and over and over again.  That's why if people have a question today, they Google it!

Therefore, when a user is searching on Google, Google is trying to show the best and most relevant results, even in it's advertising network.  The pricing of SEM is therefore less when the keywords, ads and landing pages used in an ad group are all tied together in such a way that they provide an extremely useful and relevant result for a searcher.  If someone searching has a good experience with a site found via clicking on an SEM ad, Google rewards that with lower overall pricing and more prominence in search results.

If a dealer is struggling with high cost-per-click, low click-thru rates and poor conversion, often times the landing pages and ads need to be looked at to raise this relevance.  How are you all designing your campaigns for optimal relevance?

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